April Marshke tackles cycling industry challenges
Pedro Couto Lopes
??Ride To Success Podcast host ?? Marketing ?? Creative ?? Cyclist | B2C & B2B Marketing Strategy
April Marshke, MBA , a seasoned veteran in the cycling world and an advocate for active mobility, diversity, and sustainable growth, recently joined the Ride To Success Podcast for a candid discussion about her journey, the cycling industry’s evolving landscape, and the pivotal changes she believes are necessary for the industry’s future. Hosted by Pedro Couto Lopes , the conversation delved deep into the parallels between golf and cycling, the potential of e-bikes, and the urgent need for greater inclusivity within the industry.
A Journey Defined by Change
April Marshke’s story into the cycling industry is both serendipitous and inspiring. As she described in her interview, cycling wasn’t always part of her plan—it found her. While working in the golf industry in Arizona and pursuing an MBA, an injury forced her to rethink her physical activities. “I was invited out on a group ride by an indoor cycling instructor, fell in love with it,” she shared. This chance encounter led her to the cycling industry, where she found a career path that combined her passion for outdoor sports and her desire for community engagement.
The transition from golf to cycling wasn’t without its challenges. “I realized like there's no women in leadership [in golf]... there’s not a lot of women that are running or managing golf courses,” April noted. It was this realization that pushed her to look for an industry where she could break barriers and champion inclusivity—a pursuit that would shape much of her professional life. After a chance meeting with product managers from Specialized at a local bike shop, April secured a role that marked the beginning of her 13-year journey at one of the leading bike manufacturers.
Championing E-Bikes and Active Mobility
One of the defining moments in April’s career was her involvement in launching Specialized’s first e-bike in the United States. Since then, she has been a dedicated advocate for e-bikes as tools for active mobility. “Bikes can really change lives... they can change people, they can change cultures,” she asserted. April's insights into the industry’s approach to e-bikes reflect her belief that cycling can be transformative, not just as a sport but as a primary mode of transportation and a pathway to healthier living.
April emphasized the importance of e-bikes in reshaping transportation and reaching new markets: “E-mountain biking has made e-bikes not just for old people anymore... it’s about joy and mental health, and that’s something we haven’t even quantified yet.” Her experience living in Europe reinforced this view, as she saw firsthand how integrated cycling could transform everyday life.
Yet, challenges remain, particularly in communicating the benefits of e-bikes to a wider audience. April discussed the complexity of technical marketing and the need for the industry to simplify its messaging. “It’s more than just numbers. Go and ride it because fit... and the feel are what matter,” she urged, highlighting the importance of the consumer experience over technical specifications.
Diversity and Inclusion in the Cycling Industry
A recurring theme in April’s conversation was the issue of diversity and inclusion—or the lack thereof—in the cycling industry. Reflecting on her experiences in both golf and cycling, April drew parallels between the two: “50% of the population is women, and our cycling workforce does not represent that in key areas.” Her observations are not only pertinent but urgent, as the industry faces demographic changes and new market opportunities.
April is not just pointing out the problems; she’s actively working towards solutions. She recently launched the Summit Series, an event focused on fostering collaboration among cycling brands, advocates, and organizations to address diversity, equity, and inclusion in the industry. “We want to understand what are you currently doing, learn from each other, and identify the tools needed to get there,” she explained.
One of the critical challenges she highlighted is ensuring that women are prepared to step into leadership roles as they become available. “Over the next five to 10 years, there will be a lot of men that have been in the industry for 20 or 30 years retiring... these women need to be able to step into those roles confidently,” April stressed. She believes that the industry needs to invest in training and mentorship programs to support women in their career development.
The Role of Collaboration in Cycling’s Future
April also spoke about the need for greater collaboration within the cycling industry. Too often, she noted, brands have operated as isolated “kingdoms,” competing against each other rather than working together to grow the market. “Instead of fighting against trends like pickleball or skateboards, we tend to fight with each other,” she remarked.
For April, collaboration is crucial not only for addressing issues within the industry but also for tackling external challenges, such as the need for safer cycling infrastructure. “Through market collaboration, that's the only way we will actually be strong enough to lobby against the automakers and to lobby for safer streets,” she said, emphasizing the collective power that the industry has yet to fully harness.
The Vision for Cycling’s Future
April Marshke has a clear vision for where she hopes the cycling industry will go in the next decade. She believes in the transformative power of infrastructure development, like the European Union’s investment in cycling-friendly cities, and the role of technology in creating safer and more accessible biking options. “By 2030, I think we’ll see a different look of our cities... the industry will see growth particularly in active mobility,” she predicted.
A key component of this vision is digitalization. April emphasized the need for transparency in the cycling supply chain, advocating for a system where every bike has a “passport” that tracks its history. “By 2030, we’ll have a digital supply chain with a product passport for every bike,” she said, underscoring the importance of this evolution for consumer trust and the secondhand market.
April Marshke’s appearance on the Ride to Success Podcast offered a comprehensive look into the cycling industry’s challenges, opportunities, and the ways forward. Her commitment to promoting diversity, simplifying consumer choices, and encouraging collaboration shines through her words and initiatives. Whether through her advocacy for e-bikes, her work in organizing industry events like the Summit Series, or her personal adventures in bikepacking, April embodies the transformative power of cycling.
The cycling industry stands at a crossroads, and figures like April Marshke are crucial in steering it towards a future that is more inclusive, innovative, and connected. As she aptly concluded, the question for everyone involved in the cycling world is simple yet profound:
“What will you do to make the cycling industry a better place to work?”
April’s journey and insights serve as a reminder that the bike is not just a tool for recreation—it’s a catalyst for change.
Listen to the podcast below
Topics discussed:
The Rise of E-Bikes and Active Mobility
1Marketing E-Bikes and Overcoming Stigmas
The Impact of Automotive Companies on Cycling
Breaking Barriers: Making Cycling More Accessible
The Importance of Diversity in the Cycling Industry
The Summit Series Event and Its Goals
3The Importance of Best Practices in the Cycling Industry
Building Tools for Gender Equity in Cycling
Preparing Women for Leadership Roles
Advice for Young Professionals in Cycling
The Future of Cycling: Predictions and Aspirations
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